Frost founder Vince Frost is also creative director of the store, and has been leading a rebrand programme of Woolworths since his appoinment in 2009.
The 20-second commercials, which roll out this month, use typographic descriptions of the products rather than imagery and are based on a black, white and red colour palette.
Frost says, ‘Adapting our way of thinking to the moving image is always an exciting opportunity. What I loved about [this project] was being able to bring the typographic language of the Woolworths brand to life.’
The Woolworths rebrand has been developed both by the Frost studio in Sydney and the in-house Woolworths studio, which was set up by Frost in Cape Town.
Woolworths South Africa has more than 400 stores across Africa and the Middle East.